Adidas'S Big Contract Renewal Continues To Increase Football Market In Bayern

Adidas spokesman Oliver Blue announced that Adidas will renew its contract with Bayern for 10 years, with a contract value of 900 million euros (6 billion 216 million yuan). In the existing contract, Bayern can only get 25 million euros (about 173 million yuan) from Adidas each year, and the existing contract will expire in 2020. The new contract with substantial increase in sponsorship will continue from 2020 to 2030.

10 euro 900 million euros. This is the most generous sponsorship contract in the history of Bundesliga. In the world football world, its value is second only to last year's 10 year 1 billion euro (6 billion 907 million yuan) contract signed by Manchester United and Adidas. This huge sum of money will become a strong capital for the German giants to continue to dominate European football.

Of course, Adidas's "fat treaty" is not a white handed. Munich, Bayern, has performed well in recent seasons. Now it has crowned the Bundesliga champions ahead of time, completing the three consecutive championship and the twenty-fifth title of the team. As the overlord of the Bundesliga League, Bayern's business revenue last year exceeded 500 million euros (about 3 billion 453 million yuan), which is one of the most profitable football clubs in the world. With such a strong ability to absorb gold, this undoubtedly attracts Adidas to stabilize it with heavy gold.

In addition, as a German "fellow townsman", there is a half century marriage between Bayern and Adidas. As early as 1974, Adidas became the sponsor of Bayern's Jersey, the earliest spanaction in the history of football sponsorship. In 2001, Adidas became a member of the board of directors of Bayern directly. Over the past ten years, Adidas has been improving its image as a leader of world football brand by using the Bayern giants' effect. Up to now, Adidas owns 8.3% of Bayern club, which is another important factor for German brands to invest heavily.

In this regard, Adidas spokesman Oliver Blue said: "in the future, we will focus more on the Bayern club and other top international football clubs and maintain closer cooperation with them."

After signing the contract with Bayern, Adidas will occupy the top four in the international football sponsorship rankings. The top priority was the 10 year 1 billion euro contract signed by Manchester United last summer. At present, the Red Devils are still playing in Nike's Jersey. From the beginning of next season, Adidas will replace the old rival as the sponsors of the Red Devils. Bayern followed closely behind Manchester United. The three or four places were Real Madrid and Chelsea. The value of the latter two contracts reached "10 euros and 400 million euros (about 2 billion 763 million yuan)". So far, Adidas is Sponsor The most athletic giants in European football teams.

Constantly refreshing the sponsorship amount of the football club, we can see that the German brand is determined to keep the European football base.

　　 Adidas It has been nearly 70 years since entering the field of football, and the Nike, which started in 1960s, did not enter the football market until 1994. Although Adidas still occupies the leading position, in the past 20 years, Nike It has eroded many of its share in the football market. In the 2014 fiscal year, Adidas's soccer business income was about $2 billion 700 million (about 16 billion 734 million yuan), while Nike reached 2 billion 300 million dollars (about 14 billion 254 million yuan), which accounted for 70% of the world's football market share.

While Adidas and Nike have unlimited scenery, sports brand Puma, Under Armour, and even New Balance are behind the scenes. Among them, Puma signed a sponsorship contract with Arsenal for 5 years, 200 million euros (1 billion 381 million yuan) last year, and the average annual amount is directly to the price of Real Madrid and Chelsea. In the face of difficulties in the basketball market, fierce competition in the football field has also made Adidas feel tremendous pressure.

So, in addition to investing in football clubs, Adidas, who was not good at marketing, launched a special football advertisement early this year. In the advertising film, the brand invited Gareth Bell, J Luo, Suarez and Benzema four football stars to starring. They shouted "There Will Be Haters" in the film. The official spanlation was "jealous of you." This is the arrogant style that Adidas has rarely shown before, showing the ambition of the world's first football brand.